“The Sell-Sider” is a column written by the sell side of the digital media community.
Mobile advertising is growing faster than all other forms of digital advertising, predicted to reach nearly $42 billion in the U.S. by 2018.
There’s been a general “premium” on this relatively young channel, as the inherent qualities of mobile offer more advanced opportunities for targeting and direct action and have proven to engage users in a way that desktop just can’t. These distinct qualities require a different approach from publishers with regard to creative – ads that become a seamless part of the user’s experience perform better.
This, coupled with the increased demand for mobile ad space, will only raise the premium on mobile, as advertisers will be willing and able to pay more for this limited inventory because their work will ultimately produce a better ROI.